Goop is cashing in on pseudoscience and, in the process, giving natural health practices a bad name. Krista Berlincourt, the co-founder and chief executive officer of a new startup, Kenshō Health, hopes she can take back the narrative.

“We’re the antithesis of Goop,” Berlincourt, a fintech veteran who previously led marketing and product at Simple Finance, tells TechCrunch. “What we are creating is less of a consumer magazine. We are a holistic health platform that approaches things as more of a holistic health medical journal — everything is backed by science.”

Kenshō, launching today, is an invite-only subscription-based platform for holistic healthcare providers to list their services and share knowledge. The startup has also collected information to construct a research-backed guide to holistic health, something the team believes has been missing from the natural health sector.

Berlincourt and Kenshō co-founder Danny Steiner, who previously worked at NBC Universal, Conde Nast and Hulu before pivoting to health and wellness, have raised $1.3 million in seed funding from Crosscut, a Los Angeles-based venture capital firm, and Female Founders Fund. The pair, based in the LA area, have both suffered from chronic illnesses that had them in and out of doctor’s offices for years.

“I had two years of working with a team of incredible Western physicians and then I had a crash that landed me in the ER. That’s when I realized, OK, this isn’t working,” Berlincourt said. “When you’re caring for yourself or someone you love, there are standards. I am focused on elevating and creating those standards in a way that can be better advised.”

The global wellness economy represented a $4.2 trillion market in 2017, according to The Global Wellness Institute, as subcategories like personalized medicine, healthy eating and fitness/mind-body accelerate growth.

Kenshō, nestled in the personalized and complementary medicine category, says it ensures all of the care providers featured on its platform are 100% validated. Before being allowed to list their services, providers complete a background check and their provider credentials are verified. Kenshō then affirms the providers use research-backed methods and that they have vetted peer references and clients who can provide positive feedback.

“When you look at health as a whole today in the U.S., we only treat the physical,” Berlincourt explains. “The reason that is destructive is 70% of death is premature and lifestyle related. We are dying faster and people are dying more quickly, generally speaking, as the world turns.”

Many, of course, are skeptical of natural care practices because they can be untested or dependent on unscientific principles. Additionally, holistic care often forces patients to pay out-of-pocket. Nonetheless, patients across the globe are turning to non-traditional methods.

”There’s been a massive shift in the zeitgeist in the way people look at health,” she adds. “One in three people have paid for supplemental care out of pocket from a holistic health provider.”